The business of choice : marketing to consumers' instincts

pt. I. The business, science, and nature of choice. The business of choice -- The ever-advancing science of choice -- The natural history of choice -- pt. II. Getting practical today. Shortcuts versus analysis - ignoring is decisional bliss -- Getting familiar -- Thanks for sharing (whether you meant to or not) -- Now, and the future - different places with different rules -- Loss and ownership -- Make people feel smart, attractive - or even lucky -- Make it easy - for the mind and the body -- Never be above comparison -- If content is king, context is queen -- Same and different; nature and nurture -- The power of affirmation -- pt. III. Looking forward. Think differently about market research -- Think differently about how you work